An assumption often held by many people is that to be part of the fashion world, you need money to spend, and lots of it. Therefore, those on a tight budget can often feel that they are left to fend for themselves, trying to look as fashionable as can be with the limited options that are available to them.
Fashion designers have begun to realise this and many are now creating different ranges within their brands to meet people on all kinds of budgets. Because of this people are starting to perceive the world of fashion in a new light, as brands that were once seen as unattainable are becoming more relatable, affordable and realistic.
Before brands started to do this there was always the option of visiting op-shops, with hopes of finding a second hand version of a designer garment in your price range. But let me ask you; who is motivated enough to rummage through a huge pile of dusty old clothes, only to find a moth ball smelling version of a shirt that was popular 20 years ago? I don’t think so! Now obviously that is a wee bit exaggerated as you can sometimes find great deals at op-shops – but it’s not for everyone.
There’s also the option of finding cloned versions or replicas of products you like but you and I both know that even though they may look similar, they aren’t the real deal. You want to feel your best when stepping out of the house, don’t you?
Some fashion houses have worked to create options for anyone who wants to follow the latest styles and trends. A cheaper version of certain styles that come out are officially released by many of the top brands, giving you more options to choose from, with the same level of quality and integrity expected from the brand.
When looking at this from a consumer’s point of view, it is a winning situation but those that are on the other side of the line (the brands) may not always see it the same way. Fashion designers may fear that once they lower the cost of their clothes, the value of their brand lowers significantly, no longer representing a certain status. Perhaps this is why there are still some high end brands hesitant to jump on the wagon!
The world is filled with millions of people and one can assume there will always be demand for lines that are exclusive and expensive. However, this does not mean that the same brands cannot create product lines that meet consumers with a lower budget. Armani is a great example of this. They have lines (Giorgio Armani, Emporio Armani, Armani Exchange) to cater to different segments of the market. The fashion industry keeps growing and by using a strategy like this and creating more options for people who can’t afford to spend thousands of dollars on their clothing, it gives them a chance to capture a bigger slice of the market.
So when you’re shopping for your next outfit or contemplating your next clothing purchase, remember to also look at some brands you may have written off in the past, because you never know, you might just find something there that matches your needs without breaking your wallet. Happy Hunting!
photo credit: queenbeeofbeverlyhills cc
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